Client
People's Association​
Campaign
Chingay 2023: Embrace Tomorrow​
Roles Performed
Content Strategist, Content Creator, Social Media Manager
Photo courtesy of Chingay Parade SG
Known as Singapore’s largest annual street performance and float parade, Chingay celebrates the nation’s cultural diversity, community involvement, and artistic talent.
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People's Association wants to increase youths' awareness of Chingay 2023, as it moves into a new era after its 50th procession last year. The organisation wishes to build up Singaporeans excitement towards the event and buy tickets for the physical show, happening for the first time in person after the pandemic.
49.3K
Total engagement across TikTok & Instagram
2.5K
Increment in followers on TikTok
7.1%
Average engagement rate on TikTok
Not many youths are aware of the annual Chingay parade. Hence, we started various series to help our audience learn more about the event! Did you know Kermit the frog was once part of Chingay?
We focused to the community behind Chingay 2023 who may often times be unseen, behind the scenes. We interviewed them through a round of rapid-fire questions, allowing audiences to see another side to these performers and volunteers.
Leading up to Chingay 2023, the team focused encouraging audiences to buy their very own tickets to the show. By creating FOMO amongst the youths and their friends, tickets were sold out on both nights of the event.
